Attribution Explained

As the digital landscape continues to change the way Advertisers, Media Agencies and Media Vendors look to ascribe credit for sales conversions, the process for determining media ROI has also evolved.

The BRC is hosting Marketing Effectiveness Measurement Fall Series that looks to breakdown the truths and myths of Attribution and Marketing Mix Modelling, and provide the best way to think about these two different media methodologies.

Our first in the series is Attribution Explained.

Attribution is considered a new methodology and there are a number of approaches. Most of these methodologies haven't been around long enough for their quality to be fully tested, so our presenters will provide their point of view and perspective. We will close with a wrap up from Leith with some 'tips & tricks' to help you navigate this methodology.

Measurement Series Overview

How do we measure media ROI? There are two models that agencies and clients consider

Attribution - Starts with a consumer journey (usually digital) and tracks which ads a consumer sees or what a consumer searches for before they end up converting (usually online) in some way by purchasing a product, signing up for a newsletter or downloading a coupon. Attribution aggregates all the individual consumer journeys and looks at the consumers who purchased versus those who didn't.

Marketing Mix Modeling - Starts with sales or another dependent variable and then look at all the things that could influence it such as media, distribution, weather, pricing, GDP, etc. MMMs explain which variables influence sales and by how much.

The two experts for this session are Teresa Lewis, Special Operations Consultant at Adobe and Blair Robertson, Chief Analysis Officer at TV Squared. Adobe will be speaking to us about digital attribution and TV Squared will explain TV attribution. Leith HIgdon, DIrector of Analytics & Insights at Mediabrands Canada will speak to watch out and tips when implementing attribution for your business.